The Spots
The wildest answers became TV.
Real responses, shot straight. A butcher, a cook, an office thief, a guy eating fireworks. Each one a twenty-second spot built from what a fan actually said they would do for her.
Advertising · 2015
Dusk Till Dawn
El Rey was launching From Dusk Till Dawn. So we dared the internet to prove its devotion to Santanico Pandemonium, everywhere from talking urinal cakes to a 1-800 line where an early AI sorted every answer.
Over three million answers, from necromancy to barnyard animals. The wildest became TV spots and pulled 5.3 million social impressions.
Art Director
Case Study
The whole campaign in two minutes.
The dare, the responses that poured in, and the spots they became.
The Dare
What would you do for Santanico?
The question that started it. This is the poster that ran it into the wild.
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